河北地质大学硕士学位论文
摘要
在经济新常态的背景下，保险行业在我国已经发展了一段时间，很多公司都在探
索中前行，大多数依托代理制模式进行营运。因此，保险营销人员目前作为公司的中
坚力量，销售团队的状态和能力会直接影响着公司的业绩和发展，而国外的保险行业
管理制度已经趋于成熟，直接拿来并套用在中国国情下的保险公司内发现并不匹配，
薪酬制度也浮现出很多的弊端。所以，设计一套科学合理适应自身的薪酬制度至关重
要。
H人寿保险河北分公司作为行业内发展速度较快，长期处于激进的状态下的企业，
在薪酬制度上缺乏细化。为保证营销人员的留存率，提高营销人员的工作热情和销售
业绩，薪酬制度的优化对H保险河北分公司的可持续发展起到关键性作用。本文以H人
寿保险河北分公司为研究案例,基于综合型激励理论、双因素理论、公平理论,本文
采用文献资料法和问卷调查法，分析了H人寿保险河北分公司营销人员薪酬体系存在
的问题，并提出了相应的优化建议。外部薪酬缺乏竞争力，内部薪酬缺乏公正性。可
能的原因在于薪酬制度不协调、激励形式统一、脱离劳动力市场价格以及高级管理人
员薪酬观念落后。研究指出，河北分公司营销人员的薪酬体系应服务于公司的业务发
展目标，根据公司现状，实施与劳动力市场价格相关的薪酬水平战略，并实施内部薪
酬激励方法，在充分优化基本薪酬、绩效和社会关怀收入的基础上，建立一个动态薪
酬调节机制。通过结合公司战略目标，重点从营销人员的薪酬制度的制定角度上进行
剖析，提出相关的优化对策。
本文为H人寿保险河北公司提供了一套营销人员薪酬制度优化方案,预期会提高
其销售人员的薪酬满意度，目的是能够有助于该公司吸引并留住优秀人才，实现稳定
长期发展，并对行业内其他公司起到一定的借鉴意义。
关键字：保险；薪酬制度；激励机制；营销人员

河北地质大学硕士学位论文
ABSTRACT
In the context of the new economic normal, the insurance industry has been
developing in our country for a period of time. Many companies are exploring and moving
forward, and most of them rely on the agency model to operate. Therefore, insurance
marketers are currently the backbone of the company, and the status and capabilities of the
sales team will directly affect the company’s performance and development. However,
foreign insurance industry management systems have become mature and are directly used
and applied to china’s national conditions. a mismatch is found in the insurance company,
and many drawbacks have emerged in the remuneration system. Therefore, it is very
important to design a set of compensation system that is scientifically and rationally
adapted to oneself. H Life Insurance Hebei branch, as a fast-developing company in the
industry, has been in a radical state for a long time, and lacks refinement in the salary
system. In order to ensure the retention rate of marketers and improve their enthusiasm and
sales performance, the optimization of the salary system plays a key role in the sustainable
development of H Insurance Hebei branch. This paper takes H Life Insurance Hebei branch
as a research case, based on comprehensive incentive theory, two-factor theory, and fairness
theory, using literature review method, questionnaire survey method and other methods to
analyze the marketing staff compensation system of H Life Insurance Hebei branch
Existing problems, and proposed corresponding optimization suggestions. The study found
that there are major problems in the marketing staff compensation system of Hebei branch,
such as the lack of compensation, the lack of competitiveness of external compensation,
and the lack of fairness of internal compensation. The possible reasons are that the
compensation system has poor strategic matching and compensation incentives. The form is
single, out of touch with labor market prices, and the salary concept of top managers is
backward. The study pointed out that the salary system for marketing staff of H Life
Insurance Hebei branch should serve the company’s business development goals, based on
the company’s current situation, and implement a salary level strategy linked to labor
market prices. On the basis of corresponding optimization, internal compensation incentive
methods such as work incentives and emotional incentives are implemented, and a dynamic
compensation control mechanism is formed. by combining the company's strategic goals,
focusing on the analysis from the perspective of the formulation of the marketing staff's
salary system, relevant optimization countermeasures are proposed. This article provides a

河北地质大学硕士学位论文
set of marketing staff salary system optimization plan for H Life Insurance Hebei company,
which is expected to increase the salary satisfaction of its sales staff. The purpose is to help
the company attract and retain outstanding talents, achieve stable and long-term
development, and It can be used as a reference for other companies in the industry.
Keywords: Insurance; Salary System; Encourage；Marketing Staff
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